Blog Tours | Cozy Mystery Publishing Process

This post is part of my series on “Publishing a Cozy Mystery.” This series isn’t meant to tell you how you have to go about it and dictate what’s right or wrong. Instead, I’m sharing my personal journey from writing my initial draft to seeing my first book, Murder at the Marina, be released. I’ll talk about the good, bad, and the ugly. And trust me, there was plenty of ugly along the way.

Last time I talked with you about my book release in numbers. Today, I’m sharing how I went about organizing a DIY blog tour to get the word out about the release of Murder at the Marina.

What exactly is a blog tour?

A blog tour is pretty much what it says on the tin—a trip around multiple sites during a set period of time to promote your release. Kind of like a virtual book tour, but do much less stressful for introverts like me as you interact with folks through blog posts and comments, rather than face-to-face.

I’ve hosted a number of people’s blog tours over on my other blog, The Cynical Sailor, so I thought it might be a fun thing to do for my own release.

It seemed like a pretty straightforward thing to organize—ask people to participate, set up a schedule, prepare blog posts and release materials, and visit all of the participants during the tour. I’m a big fan of project planning and spreadsheets, so I dove right in.

But while it is a straightforward process, there are a lot of logistics to manage. And it can get time-consuming. Which is why some people outsource the whole thing.

Should you outsource or take a DIY approach?

I don’t actually know what the right answer to the question above might be for you. But I can tell you why I chose to do it myself. There are three reasons:

(1) Cost – Independently publishing a book is expensive. Where I could do things myself and save money, I did, like managing my own blog tour.

(2) Capability – I knew I had the skills needed to manage a blog tour.

(3) Time – If you’re short on time and have the money, this might be an activity to consider outsourcing. It took many hours to manage the process. Perhaps time that could have been invested more wisely in sorting out the cause of the leak on my sailboat, making chocolate chip cookies, or working on the next book in my series. But I had the time and didn’t want to spend the money, so DIY it was.

The downside of taking a DIY approach

My blog tour was fantastic with wonderful participants, but there was one major downside to doing it myself, namely not having many cozy reader blogger connections.

I have two primary audiences for my cozy mystery series: (1) boaters who might enjoy light-hearted mysteries with a nautical setting and (2) die-hard cozy mystery readers. While a number of my blog tour participants were fellow boaters, I didn’t manage to include many cozy mystery bloggers.

If I do a blog tour again in the future, and have the funds for it, I might consider outsourcing to someone like Lori at Great Escapes with Dollycas who has an extensive list of cozy mystery bloggers that she works with.

In some ways, going DIY for my first cozy release was realistic. Many cozy mystery readers aren’t likely to pick up the first book in a new series from an indie author who doesn’t have a proven track record. They’re more likely to want to wait until they see that you’ve published a few books already before they invest their time in your series. I figure I’ll go harder after the cozy reader audience once I’ve published the third book in my series.

{Note: Authors in Kindle Unlimited have an advantage in this area as readers can take a chance on a new author/series as they don’t have to buy the book, but can read it as part of their subscription. This doesn’t work for me as I’m wide, not exclusive – read more about that here.}

The nitty-gritty of organizing my blog tour

The first step in organizing my blog tour was to put out a call for participants on my other blog as part of the monthly Insecure Writer’s Support Group (IWSG) blog hop in March (my book released on June 21st). I set up a Google Docs sign-up form and thought I would be doing well if I got somewhere between five and seven people to raise their hands. Overtwenty people volunteered. Twenty plus. A whole lot of people. I was stunned. This wasn’t any old blog tour anymore, this had turned into a blog fiesta!

These wonderful folks were a mix of sailing bloggers, fellow authors I had met through the IWSG, and blogging buddies. I also reached out to some cozy mystery bloggers, some of whom were kind enough to take a chance on a new author.

I offered participants the choice between: (1) writing their own blog post to tie in with the release and the start of summer in the northern hemisphere; (2) having me write a short boating-related post to tie in with the book; or (3) something else. Most people went with option #2.

Now, remember I thought I might be lucky to get seven participants. Writing custom blog posts seemed doable for that amount of people. I ended up having to write a lot more than I anticipated. Yikes, but in a really good way cause it meant so many people wanted to help out with my blog tour.

Did I mention that I love spreadsheets? And that’s a good thing because having a way to track all of the participants, what date they were scheduled for, their name and email address, what kind of post they wanted etc. was essential. I also made a calendar so that I could visually see where people were scheduled and make sure to spread participants out during the course of the blog tour (it ran from June 21st-July 3rd).

Once everyone was scheduled and sorted, I pulled together the custom blog posts along with a book release “package” (cover image, other promo images, tagline/blurb, buy links, author bio, social media links etc.). I then emailed everyone with what they would need and followed-up closer to their scheduled blog tour stop.

Before the blog tour kicked off, I did a post letting everyone know about the “blog fiesta” with dates and names of everyone participating. I also included a little bit of personal info about each participant, such as how I know them, what they blog about etc. I also encouraged my blog followers to go visit their sites. The way I see it, blog tours are a two-way street. The participants are hosting you and sharing your book release with their followers, but you can also drive traffic to participants’ sites and they’ll hopefully end up with new followers as well. {You can see my blog tour fiesta kick-off post here.}

During the blog tour, I visited each participant and responded to comments on their sites. It was so much fun to read the kind and encouraging comments that everyone left.

And perhaps the most important step of all was thanking the blog tour participants after the fiesta was over. They were all truly awesome! I still can’t believe how generous people were with their time and energy hosting me on their blogs.

So was it worth it?

I was talking with a friend the other day and she asked me if I thought it had been successful. My immediate answer was yes, followed by a “but.” That “but” has to do with how you measure the success of something like this.

It would be nice if there was some magic calculating device that could tell me if I sold more books as a result of it, but there isn’t. {Some people use Amazon affiliate links to track sales as a result of promos. I don’t.} Maybe I did, maybe I didn’t. I’ll never know.

Selling books is only one success criteria. Raising awareness of your book release and your author brand with your target audience is also important. I think the blog tour was helpful in regards to the boating community, but less so in terms of cozy mystery readers (which I knew would be the case). There’s probably also some knock-on effect in terms of SEO with Murder at the Marina coming up in search results and linking back to blog tour participants’ sites.

However, regardless of generating sales or reaching my target audience, I think it was a huge success for three reasons: (1) it underscored how wonderfully generous and supportive the the blogging community is; (2) in the end, I did get the word out about my book release; and (3) it was a lot of fun!

Want to know more?

If you’re thinking about organizing a cozy mystery blog tour, here are a few sites to check out. Lori at Great Escapes with Dollycas organizes blog tours. Marie at A Cozy Book Experience organizes book release Facebook parties, among other things. Dru’s Book Musings features upcoming releases, character interviews, and day in the life posts and was gracious enough to host me during the blog tour. Many thanks to Linda at Chatting about Cozies for reviewing Murder at the Marina on her site.

Great tips, Ellen. I’m not positive the blog tour I did for my launch was successful, in terms of sales or awareness, but next time, I’ll spend more effort researching the perfect blogger to host the tour. I haven’t given up on them yet.